Social Media Was Supposed to Help Small Businesses. What Happened?
When social media first started becoming important for businesses, I was completely sold on the idea. For a small business, it looked almost revolutionary. You could set up a Facebook page, show people what you made, talk directly to customers, build a following and reach people far beyond your local area without needing a huge advertising budget. For someone running a small independent business, that was incredibly appealing. You no longer had to rely entirely on newspaper advertising, expensive print campaigns or hoping somebody happened to walk through the door. You could take a photograph, write a few words and potentially put your work in front of hundreds or thousands of people and not just in your own country. I was genuinely excited by it. Years later, my opinion of social media is very different. I still use it because, like many small businesses, I feel I have to. But if social media disappeared tomorrow, I honestly don't think I would miss it. In fact, part of me wishes ...